NEW DIGITAL PROJECT BRIEF
Brand/Product : Campaign :
Prepared By : Date :
Creative Agency Contact :
Media Agency Contact :
What is the background?
What is the brand and category history?
What are your strategic objectives?
- What is the contribution to the overall business? What is the role of the brand in the portfolio?
- If building a new website, what are the traffic acquisition and retention objectives?
What is your key business objective?
- What is the single thing we should we focus on? How will this be measured? What is the desired timeframe for delivery?
What are the trade expectations?
- What is their key objective? How is this measured? Who are they targeting?
What are the communication objectives?
- What should the campaign deliver? How will this be measured?
What are the issues facing the category/brand?
- What do we need to take into account? What’s the current competitive landscape?
Who is the target audience?
- Who currently uses the website?
What are the consumer insights?
- What do we know about the consumers?
- What are they looking for?
- Why are/aren’t they using our site?
What is the brand communication proposition?
- What is the proposed brand positioning? What are the support pillars?
- What underpins this?
What is the desired consumer action?
Why should they respond in this way?
- What are the rational reasons for this response?
Are there going to be any product changes?
Are there any regional considerations?
- Metro vs Regional? State vs State?
Are there any seasonal considerations?
- How does the traffic fluctuate? What are the key occasions/timings to communicate?
What research has been conducted which could be relevant?
What are the mandatories?
What must the campaign include?
- e.g. must include certain media channel, specific creative etc.
What are the key deliverables?
- What are your expectations from each response?
- What must be covered off?
What are the key timings for response?
- Initial Response (media & creative)
- Final Sign off (media & creative)
What are the key campaign timings?
What’s the launch date? Is this confirmed? What’s the ideal campaign duration?
Any additional info that might help creative/media and development
What is the budget?
Promotion $ ————————- already covered.